Time to get behind San Francisco Marathon

San Francisco is missing out on a great opportunity to make money, advertise for the city and host a clean, green event.

It is the San Francisco Marathon.

Yes, the marathon is being held Sunday, and yes, it has a history dating back to 1977, and yes, including two half marathons there will be about 22,000 participants.

But it could be so much more. Race director Pam Madigan lists improvements and innovations in the race, but admits the marathon "has lots of room to grow."

That's an understatement. The race gets no national publicity, has no corporate sponsor, and battles a reputation as chilly, hilly and foggy.

And then there's the troubled history. Back in the '80s, merchants, particularly in Fisherman's Wharf, complained bitterly about the race, even though it was staged on a Sunday morning. Things got so testy in 1988 that the race was canceled.

"I think the fits and starts of the event over the last 30 years have been part of the idea that the city really hasn't embraced it," said Ryan Lamppa, a researcher for a trade organization for distance running called Running USA.

Besides, San Francisco is more of a Bay to Breakers kinda town. And how's that working out? As Bay to Breakers veered over the crazy cliff, this is a good time to look at an event where participants actually run the course, are statistically upscale, and are likely to be from out of town.

"This is absolutely a great opportunity that helps the whole city," said Joe D'Alessandro, CEO of the city's Convention and Visitors Bureau. "This is a simple way to raise money without raising taxes."

And by the way, in case you missed it, there's a new running boom. Running USA says that in 2009, an all-time record of 467,000 people finished a marathon - compared with to 143,000 in 1980.

"I've been looking at these numbers for 20 years," Lamppa said, "and even I am impressed."

That could mean big things for San Francisco if the city gets with the program. Here's what should be done:

Market to international runners: The New York City Marathon, with 40,000 participants, has a huge contingent of runners from other countries. Look on the website and you'll see nearly 100 "international travel partners," which are travel agents who connect runners worldwide. Last year just over 1,800 of the San Francisco marathon were from out of the country.

"The international traveler is significant," D'Alessandro said. "They stay longer and they spend more."

Get a big-time sponsor: Without a corporate presence the race can't afford major prize money, which means the elite runners don't come. Your race will never get on ESPN's SportsCenter without a top field. The whole idea is to showcase the city. You've got to have something to showcase.

Change the date: We get the idea of a cool summer climate. But runners wait to jog over the famous Golden Gate Bridge, only to find the fog so thick that they can't see 10 feet. Race organizers have been leery of scheduling it in the fall or spring because it conflicts with New York, Boston, and Chicago.

But c'mon, everybody loves San Francisco. Besides, a little bump in tourism in the spring or fall would be welcome.

"July and August are our busiest months, no doubt about it," said Jeffrey Pollack, owner of Nick's Lighthouse and representative of the Fisherman's Wharf Restaurant Association. "I'd put it in either October or April. That's a smart idea."

Rather than trying to resurrect Bay to Breakers, it's time to back a new race. Running USA says three-fourths of the average marathoners make more than $75,000 a year, are college educated, and range in age from 38 to 44. It's not only a group disposed to spend money in the city; they almost certainly won't pee on your front steps.